Research On The Marketing Strategy Of International Business Of Agricultural Bank Of China XX Branch

Since 1990 s,the globalization of the world economy has accelerated,which shown by the carrier like trade liberalization,production internationalization,technology and financial globalization.Financial globalization is the core of economic globalization.This double-edged sword brings opportunity and intensifies international financial competition.Agricultural Bank of China's international business began in the 1980 s,and got a certain grade with the development of more than 30 years.By the end of 2016,Agricultural Bank of China XX Branch has 33 sub-branches setting up international business,sub-branch coverage is 100%.International transactions amounted to $259.1 billion and international trade financing was up to $357.42 million.Agricultural Bank of China aims at the demand of customer in foreign trade market,the current main business is divided into three categories as cross-border RMB settlement business,import and export of settlement and international trade financing,many of them can be customized products for different customers,meet customer's diversified needs of the business.But the international business of commercial bank has the problem of product homogeneity seriously.At the same time,with the development of the joint-stock commercial bank and the entry of foreign Banks,the competition of international business becomes more and more intense.So seizing the high quality customers,holding the customer markets,accessing to greater profits,and how to develop the commercial bank's international business,to provide customers with personalized service,to meet customer diversification demand becomes a problem we need to study now.Choosing the right marketing strategy is particularly important in these issues.In this paper,based on my service unit Agricultural Bank of China XX Branch,through the relevant theories of marketing and international business and domestic and foreign research results of a systematic study and comprehensive combing,and systematic exposition.The use of marketing theory,by analysis the development of the international business of agricultural bank XX branch and the use of SWOT analysis method,the four aspects of advantages and disadvantages,opportunities and threats are summarized,according to the analysis results of SWOT model,marketing strategy through this channel,etc.,do with the ABC XX branch,hope to provide guidance for the development of international business of the XX branch.It will enable the ABC XX branch to give full play to its advantages,avoid disadvantages,improve the competitiveness,and ensure that the XX branch will be invincible in the competition of the international business market.